make one of those rare times, bill, when you stumbled on to a brilliant point, that -- no, it is a very good point that when the whole pop culture is pulling for you and is making you out to be something other than a mere chicago politician, which is what barack obama is, and they are turning you into something beyond, that into a cultural icon, not a political icon, a cultural icon, yeah -- >> bill: it matters. >> gets you the least sophisticated vote with the least sophisticated voters and that gets you some juice. >> bill: and the late night guys set the tone there. saturday night live is only on once a week. the entertainment shows do a little of that. these guys have a forum every night to set the tone who they think is a good guy. >> carson was the best at that.